According to PRNewsWire.com, 66 percent of global consumers say they are willing to pay more for sustainable brands, which is up from 55 percent in 2014. Global Millennials are willing to pay extra too, 75 percent of them, which is also up from 50 percent in 2014.

The Nielsen Global Cooperate Sustainability Report shows that in the past year, consumer goods from brands committed to sustainability grew more than 4 percent globally, while those without the commitment grew less than 1 percent.

“Sustainability is a worldwide concern that continues to gain momentum—especially in countries where growing populations are putting additional stress on the environment,” said Grace Farraj, senior vice president, Public Development & Sustainability, Nielsen. “An increasing number of consumers in developed regions consider sustainability actions more of an imperative than a value-add.”

Some reasons behind this increase include: brand trust, willingness to pay, age, health and wellness, environment and ads.

For more information, visit www.prnewswire.com or www.nielsen.com.